Business people are people too

CityJet is undoubtedly the best way to fly from London City Airport to other major European destinations.

The challenge
We were asked to launch their new ‘CityPlus’ class - it’s a premium economy ticket that gives travellers total departure flexibility as well as oodles of other nice benefits.

Our strategy
We researched our audience extensively before arriving at our insight, ‘Business people are people too.’ This positioning is based on the human truth that although business people don't like missing business meetings, the thing that really stresses them is being delayed getting home. From here, we developed a series of ads in an eye-catching variety of formats exploring this same theme as well as fresh brand architecture for the CityPlus and CityValue identities.

The result
As a consequence of our powerful and effective press campaign we were invited to redevelop CityJet.com into the destination of choice for discerning business travellers.